Digital and Growth Marketing Manager – South Asia

Job Description

About ETS:ETS is a global education and talent solutions organization enabling lifelong learners worldwide to be future ready. For more than 75 years, we've been advancing the science of measurement to build benchmarks for fair and valid skill assessment across cultures and borders. Our worldwide impact extends through our renowned assessments including TOEFL®, TOEIC®, GRE® and Praxis® tests, serving millions of learners in more than 200 countries and territories. Through strategic acquisitions, we've expanded our global capabilities: PSI strengthens our workforce assessment solutions, while Edusoft, Kira Talent, Pipplet, Vericant, and Wheebox enhance our educational technology and assessment platforms across critical markets worldwide.Through ETS Research Institute and ETS Solutions, we're partnering with educational institutions, governments, and organizations globally to promote skill proficiency, empower upward mobility, and unlock opportunities for everyone, everywhere. With offices and partners across Asia, Europe, the Middle East, Africa, and the Americas, we deliver nearly 50 million tests annually. Join us in our journey of measuring progress to power human progress worldwide.Position SummaryThe South Asia Digital & Growth Marketing Manager is responsible for driving demand conversion, lead generation, test registrations and funnel performance across India and Rest of South Asia (RoSA). The role operates as the regional growth engine, translating marketing strategy into measurable business outcomes through performance marketing, CRM, lifecycle marketing, analytics and conversion optimization.Primary Responsibilities:Performance MarketingPlan, execute and optimize Google Search, Display, YouTube and Meta campaigns.Manage campaign budgets and improve CAC, CPL and ROAS.Implement objective-led and persona-led acquisition campaigns. Lead Generation & ConversionDrive lead generation and test registration targets.Monitor funnel performance from click to registration.Partner with Inside Sales to improve lead-to-registration conversion. CRM & Lifecycle MarketingOwn local CRM operations, workflows and automation.Execute lifecycle journeys, nurture programs and conversion campaigns.Ensure alignment between CRM tool communication flows. Attribution, Analytics & DashboardsOwn UTM governance, attribution tracking and campaign measurement.Build and maintain dashboards in Amplitude, GA4, Looker Studio and related tools.Publish weekly growth performance reports with insights and optimization actions. Portal & Partnership PerformanceManage performance marketing partnerships with study abroad portals, college discovery websites, and other education platforms.Track performance at overall and sub segment level.Lead weekly review and optimization discussions with partners. Website Localization and customer journeyDesign content for localization and customization of global pages.Optimize conversion paths, forms, CTAs and user journeys. Cross-functional CollaborationWork closely with Marketing on campaign objectives, messaging, content and creative requirements.Work closely with Commercial and Inside Sales on funnel targets, lead quality and conversion outcomes.Coordinate with global growth teams, agencies, technology partners and analytics teams.Experience and Skills:Education & ExperienceDegree in marketing, Business, Communications or related field; MBA preferred.7 -9 years of experience in digital growth marketing, performance marketing or acquisition marketing.Experience managing multi-channel campaigns across Google and Meta.Hands-on experience with CRM platforms such as HubSpot or similar local tools.Strong analytical and attribution capability.Experience working on full funnel digital marketing role preferred.Experience across multiple South Asia markets is an advantage.